拉美点燃中国进口电视剧市场战火.docVIP

Whenever you see a Western media company doing business in China, you can bet its executives have had nightmares. Between censorship of everyday material like gay culture and violence on television, strict quotas on foreign content, and the near impossibility of obtaining a license to produce in the country, the restrictions Chinas policies place on outsiders are onerous -- especially outsiders in the entertainment business. Thats the cost side of entering the Chinese media market. The benefits explain why companies put up with the headaches. Take television, for instance. Advertisers are rushing to attract the countrys rising middle class: TV advertising nearly doubled to $40 billion over the past three years in China, according to McKinsey, and in three more years that figure will rise to more than $70 billion. Once media companies decide to make a show, they benefit from more than a skyrocketing ad market. China has dozens of channels with whom content producers can strike deals -- there are more than 290 Chinese television broadcasters and 1,300 channels in the country today. Coupled with ad spending, Chinas countless television outlets mean more options, more outlets, and a bigger appetite for programming, making it attractive for foreign media companies to do business in China. Thats what Grupo Televisa has found. The Mexico-based company is the biggest media business in the Spanish-speaking world, capturing 70% of the primetime audience in Mexico and spending more than $1 billion a year on producing content. Its specialties are the telenovelas that have enjoyed a long history in Latin America -- hour-long soap-opera style shows that are broadcast daily all over the region in primetime, their narrative arcs lasting six months to a year. 每当你看到一家在中国做生意的西方媒体公司时，可以肯定的是这家公司的主管们必定有过恶梦般的经历。中国政策对国外企业，特别是境外娱乐业机构，设定了苛刻的限制条件：从一般内容的审查制度（如电视上的同性恋文化和暴力内容），到严格限制国外影视的引进数量，以及难以企及的中国影视节目制作许可证。 这些是国外公司进入中国传媒市场所要花费的成本。但它们能从中获得巨大的利益，这也是为什么许多公司仍愿意忍受这些让人头疼的要求。拿电视来说，广告商们正迫不急待地吸引中国不断壮